While it's great for the industry that more and more business owners are starting to understand the need to mix search engine marketing in with their overall marketing budget, many site owners still don't really understand the purpose of a search marketing campaign.

Simply put, it's about getting customers. Yes, search marketing involves optimizing your site so that it ranks well for keyword phrases, but it's not about getting you the number one spot in every engine for a single word. (or even for a handful of words.) What it's about is setting your site up to make it easier for potential customers to find their way to you. While that may sound the same, there's actually a big difference...

Find out more about setting realistic goals and not driving your SEM crazy in "Realistic SEO Expectations" by Jill Whalen.